Dan Kennedy’s Blueprint for One-To-Many Selling | #Sales - Ep. 03

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Speaker 4 Do you have a funnel but it's not converting? The The problem 99.9% of the time is that your funnel is good, but you suck at selling.

Speaker 4 If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com/slash podcast.

Speaker 4 That's sellingonline.com/slash podcast.

Speaker 5 This is the Russell Brunson Show.

Speaker 4 Hey, everyone, this is Russell. Welcome back to the Russell Brunson Show.

Speaker 4 Pumped to be here with you guys and really excited because over the next 60 minutes, you guys are going to have a chance to listen in on an interview with my my mentor, Dan Kennedy.

Speaker 4 Dan is the person that I had a chance to learn marketing from, man, back, I don't even know, 15, 16, 18 years ago, maybe. It's crazy how I didn't realize I've been in this game that long.

Speaker 4 But when I first got into this business, I was learning from different people, and I remember stumbling to Dan Kennedy.

Speaker 4 I bought his courses, bought his, I signed up for his newsletter, and then I started flying to Baltimore three times a year to learn from him and from Bill Glazer.

Speaker 4 And for six years, I was in that mastermind meeting, and that's where I really learned marketing and business and like the philosophy of success. And it was one of the most transformational

Speaker 4 periods of my entire life. It was amazing.
And I've studied Dan forever. And

Speaker 4 when Dan and Bill sold the business, I stopped going to masterminds. I tried to find new masterminds to plug into.
And I really struggled finding one that was powerful.

Speaker 4 So what I did instead is I went and I downloaded, I went and bought every single Dan Kennedy course. I downloaded them, put them on my phone.

Speaker 4 And the next decade, I literally listened to Dan Kennedy every single day.

Speaker 4 As I was building click funnels and planning out strategies and everything, I would listen to Dan every day because I was like, I wanted his mindset, his like ideas in my head consistently over and over and over again.

Speaker 4 And Dan is who I've learned probably more about business and marketing than anybody else on this planet. And a couple years ago, his company went up for sale again.

Speaker 4 And some of you guys may have heard this story, but I had a chance to buy Dan Kenny's company, I think, man, two or three years ago now, which is cool for a couple of reasons. Number one, come on now.

Speaker 4 How cool is that to buy your mentor's business? That's pretty cool. But number two is that because of that, I have a chance to talk to Dan a lot.

Speaker 4 And once a month, I have a chance to jump on a call and pick his brain, ask him questions. And it's a lot of fun.

Speaker 4 We do that because one of the core products for that business is there's a print newsletter. In fact, it's called called the No BS newsletter.

Speaker 4 If you're not subscribed yet, you should go get a subscription at nobsletter.com. But it's a monthly newsletter with Dan just teaching marketing and business and sales and psychology.

Speaker 4 Anyway, it's fascinating. It's amazing.
So every month I have a chance to interview Dan and we pull content out that we're going to put into the newsletter.

Speaker 4 And today, I just got done like 10, 15 minutes ago. I interviewed Dan about one-to-many selling.
And the reason why is because some of you guys know that's what I've been talking about.

Speaker 4 pretty consistently with our audience for the last six months or so, right? Funnel Hacking Live, last one was all about one-to-many selling.

Speaker 4 The Selling Online event is a three-day three-day event only teaching one-to-many selling. In fact, if you haven't got a ticket yet, you should make sure you go to the next one.

Speaker 4 I think the next one's coming up in a week or two, but it's at sellingonline.com. And we go deep for three days about how to do one-to-many selling.
And it's one of the most, anyway, it's fun.

Speaker 4 But the number one question I get is people who come to that event and they don't have a traditional business that is used to doing one-to-many selling, right?

Speaker 4 Like chiropractors or dentists or doctors or brick-and-mortar type businesses.

Speaker 4 And they come into my world and like, I want to learn how to sell online, but I don't understand this whole one-to-many presentation. How does this relate to me?

Speaker 4 I've never had a good way to answer that like i know in my head the answer but but again i'm not a brick and mortar business i've never done it before and dan kennedy for the last 40 or 50 years that's primarily who he consults are brick and mortar businesses and um he does info product businesses and brick and mortars and he teaches them the same strategies right and so um this interview i wanted to ask dan specifically okay for people of traditional businesses how can one-to-many selling work for them and you're gonna find a couple things number one if you are a traditional business you've been trying to figure out that missing piece on how do you link all the russell stuff with like your more traditional business?

Speaker 4 Like this piece that you learned from Dan Taylor will give you how to bridge that gap between

Speaker 4 the online world, selling online, and brick and mortars by learning how to do one-to-many presentations for a local business, which is cool.

Speaker 4 But if you're not a local business, Dan still is going to drop so much gold, so many ideas, so many things that like the nuggets I learned from him 15 years ago that changed everything for me.

Speaker 4 I re-asked him those questions so he'd explain those things to you too. So this interview is gonna be a lot of fun.
It's about an hour long.

Speaker 4 And again, we cover a whole bunch of things about one-to-many selling from the brain of the great Dan Kennedy. So I hope you guys enjoy this episode.

Speaker 4 As you're going through it, I want you to think about that, about yourself, like how you create a one-to-many presentation because it is the key. I look at how we grew ClickFunnels, right?

Speaker 4 I tried to grow ClickFunnels a lot of different ways.

Speaker 4 And the way that finally works, I created one presentation, and I did it on a live event, and I did a webinar, and then I did that webinar 70 or 80 times live. Then we evergreened it.

Speaker 4 And it's the key to everything, right?

Speaker 4 Every new business I create, the very first thing I do is I create a one-to-many presentation, and that is the thing that launches the business, scales the business, grows the business.

Speaker 4 And so, I don't care what kind of business you're in, you need to learn and understand and master this skill. And so, there's two ways you do it.
Number one, listen to this interview.

Speaker 4 Dan Kennedy's gonna give you some insanely cool insights about one-to-many selling.

Speaker 4 And number two, make sure if you haven't yet get your ticket to selling online event, so that way you can come and spend three days with me going deep into creating your actual one-to-many presentation so you can sell more stuff to your people.

Speaker 4 So, with that said, I hope you guys enjoyed this interview with my mentor, Mr.

Speaker 5 Dan Kennedy.

Speaker 5 Well, today,

Speaker 5 what I wanted to talk about: so in in in the click funnel side of the world, what I've been focusing on for the last like six months with everybody is one-to-many selling and creating presentations and things like that.

Speaker 5 And obviously, a lot of the people in the info world understand that, but whenever people coming from more traditional businesses come in, they don't see how any of it applies.

Speaker 5 And so I want to spend time today talking about one-to-many selling, but specifically as it relates to more traditional or local businesses.

Speaker 5 And so that's probably the kickoff. It's just, I would love for you to maybe give your thoughts thoughts on one-to-many selling and how that works for somebody who's a more traditional business.

Speaker 5 Well, so first of all,

Speaker 6 the actress Tody Fields is generally credited with the quote, I've been rich and I've been poor and rich is better.

Speaker 6 I have

Speaker 6 made a living selling one-to-one, face-to-face, nose-to-nose, toes to toes.

Speaker 6 My first job was selling that way.

Speaker 6 And I have made a living selling to

Speaker 6 ten from the front of the room, one hundred from the front of the room, a thousand from the front of the room, and ten thousand from the front of the room.

Speaker 6 And I will tell you, selling to the group is better.

Speaker 6 The financial efficiency

Speaker 6 of selling one to many rather than one to one

Speaker 6 is

Speaker 6 just undeniable.

Speaker 6 And it actually comes from

Speaker 6 to your question.

Speaker 6 Most of what

Speaker 6 you see that you're familiar with in fields like ours in info marketing are really architecture, presentation architecture, and methods that came from

Speaker 6 what we might call normal ordinary businesses.

Speaker 6 For example,

Speaker 6 1950s into the 60s

Speaker 6 was the golden era in America of home party selling.

Speaker 6 And

Speaker 6 so instead of selling one-to-one,

Speaker 6 companies taught salespeople how to get twenty in a living room

Speaker 6 and sell to them.

Speaker 6 And so, companies like Tupperware and Staley Hole Products

Speaker 6 and all of that

Speaker 6 arrived by this method. And they were all selling ordinary products, if you will,

Speaker 6 that were also sold right down the street off the shelf in the drugstore or at Sears

Speaker 6 or at the mall, etc.

Speaker 6 The

Speaker 6 the direct selling industry

Speaker 6 built around cookware

Speaker 6 and fire alarms and vacuum cleaners.

Speaker 6 A lot of that was one-to-one,

Speaker 6 but the really smart ones figured out how to do one-to-many.

Speaker 6 So the like the cookware

Speaker 6 company

Speaker 6 that Zig Ziglar sold for

Speaker 6 before he became the Zig Ziglar. Most of the people on the call would know if they know him at all.

Speaker 6 Their top people figured out how to make a sale, which at the time was about an $800

Speaker 6 set of pots and pans,

Speaker 6 which today would be about $4,500

Speaker 6 probably.

Speaker 6 And then get that happy, enthused customer to invite eight to ten of their friends and neighbors over

Speaker 6 for a dinner that the salesperson would cook and present with their new cookware.

Speaker 6 So the cookware was sold

Speaker 6 one to many.

Speaker 6 The many eight or ten, not a hundred, but still.

Speaker 6 Initially, so we'll jump fast forward now.

Speaker 6 Initially, when Botox

Speaker 6 first came on the scene,

Speaker 6 a lot of Botox was sold

Speaker 6 by

Speaker 6 cosmetic

Speaker 6 surgeons and dermatologists and other professionals who could administer it

Speaker 6 doing

Speaker 6 upperwear-like home parties.

Speaker 6 Some of them, they booked people to come into the office.

Speaker 6 Some actually

Speaker 6 did the party, did the demo, and then set up shop in a spare bedroom and did the Botox injections for everybody that night.

Speaker 6 And so it's been my contention

Speaker 6 all along.

Speaker 6 that there's very few products or services

Speaker 6 that Wanda Betty Selly can't be applied to.

Speaker 6 In some cases, it may not be able to be the

Speaker 6 entire

Speaker 6 selling approach,

Speaker 6 but it can be applied to it.

Speaker 6 Two quick examples.

Speaker 6 I had a real estate broker client for some years

Speaker 6 who

Speaker 6 refashioned his business to deal only with

Speaker 6 real estate investors and buy and hold investors, not flippers.

Speaker 6 So he would run seminars to educate people about why they should be

Speaker 6 buying and accumulating rental properties

Speaker 6 in order to, quote, own their own pensions, unquote.

Speaker 6 But then

Speaker 6 once a week,

Speaker 6 there was an evening for all the graduates to come to to

Speaker 6 where from the front of the room, he presented properties that were available, that they had listed, of course,

Speaker 6 that the numbers worked right for investors.

Speaker 6 And he would show the property, explain the property, explain the math,

Speaker 6 and then sell the property.

Speaker 6 with

Speaker 6 like 10 days to do the inspection, due diligence and stuff. But essentially, sell the property and take a deposit for it at the back of the room, like you or I would sell horses.

Speaker 6 And then he would do the next one, and then he would do the next one, and then he would do the next one.

Speaker 6 And

Speaker 6 this got so big

Speaker 6 that in Phoenix,

Speaker 6 a old

Speaker 6 Kinney shoe store, a great big giant Kinney shoe store,

Speaker 6 which had great

Speaker 6 corner placement, big parking lot.

Speaker 6 Front of it was all glass, so it had great visibility. He bought that just to run these meetings

Speaker 6 because we would have 300, 400 people at what we called a Tupperware party

Speaker 6 on Wednesday nights. selling real estate instead of Tupperware.

Speaker 6 Second example where this is more common, but it is an ordinary business, is the financial advisor business. Many run

Speaker 6 free evening workshops,

Speaker 6 free luncheons,

Speaker 6 free meetings of one kind or another.

Speaker 6 They

Speaker 6 obviously pitch to many at one time.

Speaker 6 And then they switch to one-to-one closing

Speaker 6 by registering people at the back of the room

Speaker 6 to come in for consultations.

Speaker 6 Chiropractors

Speaker 6 for manipulation under anesthesia, which was big for a while in chiropractic

Speaker 6 as a substitute for back surgery.

Speaker 6 I took the real estate model and had chiropractors running evening seminars. and signing people up right then and there

Speaker 6 for their sessions and running their credit cards,

Speaker 6 restaurants,

Speaker 6 club memberships.

Speaker 6 And so it's really hard

Speaker 6 to name a

Speaker 6 legal business,

Speaker 6 a local

Speaker 6 Main Street small business that can't

Speaker 6 devise a sell-to-many opportunity and use the same sell-to-many

Speaker 6 methods

Speaker 6 that all these others use

Speaker 6 and that you and I have used

Speaker 6 pretty much for our entire careers.

Speaker 5 I have a friend who's a chiropractor, and when he came in, when I first met him, he was trying to figure out this, like, how do I apply what you're doing, Russell, to my chiropractic?

Speaker 5 And it's funny, I watched him for years trying to struggle to figure things out. And then he was like, I need to figure out how to gather a bunch of people.

Speaker 5 So what he started doing is he would rent out a movie theater. And I remember Star Wars, the new Star Wars came out.
And he invited all his clinic and their friends and everyone.

Speaker 5 He ended up getting a stadium or a movie theater of like 300 people to show up.

Speaker 5 And then before the movie got, or when the movie got done, he stood up and did a little presentation and signed people up for adjustments. And he crushed it with that.

Speaker 5 And I thought it was fascinating because... Because he asked me, he's like, how should I gather people together to do a presentation like this?

Speaker 5 And I didn't really know other than what I do, which is Facebook ads and things like that.

Speaker 5 I'm curious more traditional businesses, what's the best way, do you think, or best ways for people to gather a group to be able to do a one-to-many presentation?

Speaker 5 Well, so there are four really good strategies. So, one is

Speaker 5 leveraging

Speaker 5 the enthusiastic new customer

Speaker 5 and

Speaker 5 your own customers.

Speaker 5 And sometimes you could do it by force.

Speaker 5 So, like for chiropractors,

Speaker 6 we taught and had many docs doing, and you should tell your doc this,

Speaker 6 the mandatory

Speaker 6 new patient orientation class,

Speaker 6 how to get well faster.

Speaker 6 And the patient had to come

Speaker 6 and had to bring a buddy.

Speaker 6 or they were dismissed as a patient. So it was a requirement.

Speaker 6 So if he got 10 new patients in a week, he was going to have 10 prospects

Speaker 6 brought to him

Speaker 6 at a presentation.

Speaker 6 It's a strategy that came from Weight Watchers of the 1950s.

Speaker 6 So often, by force or by excitement,

Speaker 6 like the cooking the dinner for them example I just gave,

Speaker 6 you can get the customer to gather the group for you,

Speaker 6 or you can get the customers

Speaker 6 to gather the group for you.

Speaker 6 Second strategy

Speaker 6 is the one you've described, the non-selling event

Speaker 6 where either lead generation or selling is actually done.

Speaker 6 The movie theater

Speaker 6 tactic, the movie theater application of that is used a lot

Speaker 6 by martial arts school owners

Speaker 6 and other type of after-school

Speaker 6 child education businesses, including music schools. In our world, Stephen Oliver

Speaker 6 and

Speaker 6 Michael Huang, who are both clients of mine and both in martial arts,

Speaker 6 use it.

Speaker 6 Orthodontists use it. Dr.
Dustin Burleson,

Speaker 6 very successful with it.

Speaker 6 And now they don't go quite as far as you did,

Speaker 6 but they will rent the theater,

Speaker 6 often for a,

Speaker 6 they can have a somewhat related movie.

Speaker 6 The martial arts people, it's easiest for because

Speaker 6 There's a series of kung fu panda movies, and there's there's other kind of martial arts related films that come out during the year for kids.

Speaker 6 And they'll rent it

Speaker 6 and they'll invite all the all the customer families and all their friends and neighbors.

Speaker 6 And

Speaker 6 they will, of course,

Speaker 6 capture their information as they enter

Speaker 6 and

Speaker 6 either interrupt the movie with an intermission or at its start

Speaker 6 give give a brief welcome message and here's what we do and there's literature at the back of the room

Speaker 6 and then they will offer them

Speaker 6 a free class or the chiropractor would offer the exam, et cetera, and sign people up for the next step.

Speaker 6 They wouldn't go all the way to making a sale.

Speaker 6 On a very small level, you have professionals doing this in their offices

Speaker 6 where about a particular thing,

Speaker 6 let's say Invisalide,

Speaker 6 they will invite patients with teenagers to come and encourage them to bring friends, neighbors, and relatives. Maybe they'll only have 20 or 30 packed into their office for an EU D.

Speaker 6 But four or five patients were into real money.

Speaker 6 So the benign event

Speaker 6 that is not quite a sales event

Speaker 6 is the second strategy.

Speaker 6 The third strategy is

Speaker 6 the big

Speaker 6 open house that there are reasons for customers, clients, or patients to bring folks to, where you get a meet and greet opportunity.

Speaker 6 Again, you may not create a true sell-to-many opportunity, but you will create a market-to-many opportunity.

Speaker 6 Alan Reed, a member of ours for many years at Reed's Dairy, does a fabulous job with this once a year with his farm days.

Speaker 6 And has hundreds and hundreds of customers come and bring friends and neighbors and relatives. And they all have data captured in order to enter drawings.

Speaker 6 and they all meet and greet, and they are all moved through the dairy store, and they are all signed up, if they can be, for new as new home delivery customers. So the big open house.

Speaker 6 And the last strategy is

Speaker 6 the

Speaker 6 typically nonpaid

Speaker 6 speaking opportunity, where you can sell to somebody else's many.

Speaker 6 And at the local level, there are still

Speaker 6 quite a few meetings.

Speaker 6 There are

Speaker 6 civic club meetings,

Speaker 6 welcome club meetings.

Speaker 6 My wife belongs to a welcome club. They have a meeting every month and they have a guest speaker every month.

Speaker 6 Most of the guest speakers are too dumb to sell.

Speaker 6 There's no prohibition to it.

Speaker 6 Occasionally one does sell

Speaker 6 and does well.

Speaker 6 If you were pretty aggressive about it and you were at a market, oh, the size of yours

Speaker 6 or

Speaker 6 say one of my local markets, if you were in the Akron-Canton, Ohio local market, and you were a chiropractor or you were a financial advisor or you owned a restaurant, et cetera, you could probably have a decent speaking engagement every week.

Speaker 6 And at most of them, you could put together an offer and you could sell.

Speaker 6 So those are the four best strategies.

Speaker 5 Very cool. I remember

Speaker 5 the very first time I got asked to speak at an event and sell, in my head, I had this vision of what it it was look like. I remember going and doing my presentation.
And then when it got done,

Speaker 5 nobody bought. Nobody went to the back of the room.
And it was really embarrassing. I swear I was never going to speak from stage again.
And then I went to another, one of your events.

Speaker 5 I saw the process again. I was like, I have to learn this.
So I remember buying,

Speaker 4 it was your, your,

Speaker 5 I can't remember the name of the course. It was like, it was like 50 CDs, it was a huge stack, and it was all about

Speaker 5 how to speak from stage and how to sell. And I remember because I remember going through all the CDs and what I learned was

Speaker 5 how different it was to give a presentation than I thought I thought I was supposed to like teach people and wow them and show them all the information Whereas what I learned from you was different about how to structure a presentation in a way to actually get somebody at the end of the presentation to buy to buy the thing I love your thoughts just on an overview of of how someone should be structuring a presentation for a one-to-many event to actually get that person to go and buy at the end versus like you know that feeling with like oh that was really great i learned a lot thank you so much they don't buy something at the end how do you how do you change that yeah so well, first of all, your experience, it was not my experience.

Speaker 6 The first example I saw was very, very successful.

Speaker 6 And my first attempt was

Speaker 6 nowhere near as successful as

Speaker 6 I later developed, but

Speaker 6 it was a success. However, your story is one that is quite common.

Speaker 6 And I've heard it a lot over the years. of

Speaker 6 I saw this, I went and tried it,

Speaker 6 and I got my butt kicked, and I was humiliated, and I've decided, you know,

Speaker 6 I'm never going to do that again.

Speaker 6 And

Speaker 6 common because

Speaker 6 your concept, your thought of how it worked is common.

Speaker 6 And that is, I'm gonna

Speaker 6 tell them all this great information,

Speaker 6 I'm gonna give them great ideas,

Speaker 6 maybe I'm gonna demonstrate something,

Speaker 6 and then

Speaker 6 either without a commercial

Speaker 6 or with a commercial hacked on at the end,

Speaker 6 and by the way, always rushed and hurried and

Speaker 6 done as if embarrassed by it.

Speaker 6 A person's whole tone and body language and physiology all tends to change when they shift from

Speaker 6 the 45 minutes of stuff they wanted to talk about

Speaker 6 and that people seem to be happy hearing to the 15 minutes

Speaker 6 when they are now trying to sell something which they aren't comfortable with and their discomfort oozes out of them

Speaker 6 like the stench of a of an alcoholic first thing in the morning and the crowd of course feels it and senses it

Speaker 6 the

Speaker 6 but that concept

Speaker 6 simply doesn't work

Speaker 6 um

Speaker 6 the

Speaker 6 the big thing to discover and learn is that when you are selling one too many

Speaker 6 and really by selling we can mean

Speaker 6 driving them to the back of the room to buy something or driving them to the back of the room to register for some specific next step.

Speaker 6 When you are doing that,

Speaker 6 undetected by the audience,

Speaker 6 the entire presentation

Speaker 6 from the very first word out of your mouth

Speaker 6 is a sales presentation

Speaker 6 And it is built and engineered to be a sales presentation

Speaker 6 with a start and a progressive movement forward

Speaker 6 of agreement with

Speaker 6 item A,

Speaker 6 which is necessary to agree to item B, which is necessary to agree to item C

Speaker 6 using a typical selling structure within it, just as you would use in a webinar or in a sales letter or in an ad.

Speaker 6 For example, you might use problem,

Speaker 6 agitate the problem, discredit all solutions to the problem, present your solution as the only one.

Speaker 6 Four steps. It's very common.

Speaker 6 It's very basic. And it's pretty reliable.

Speaker 6 So your whole presentation is that.

Speaker 6 Now, the audience still doesn't know that.

Speaker 6 And when you shift into

Speaker 6 what you have to offer that they should take home with them or that they should do into your call to action, there's a little bridge to it and it's seamless. It's not

Speaker 6 content, stop, slab on the brakes, turn on the commercial.

Speaker 6 Not like a TV show

Speaker 6 and

Speaker 6 a regular TV show, not an infomercial. And a TV show, you know, stops.
And then there are commercials.

Speaker 6 That's not the way this works. This is seamless.

Speaker 6 They don't even really

Speaker 6 know you've bridged them into the call to action until they're there.

Speaker 6 And there's no change in the way

Speaker 6 you

Speaker 6 present.

Speaker 6 I created a business for a guy

Speaker 6 at one time.

Speaker 6 And

Speaker 6 I was speaking to a small group of chiropractors.

Speaker 6 And he was the speaker before me.

Speaker 6 There were two of us for the day.

Speaker 6 And

Speaker 6 he was...

Speaker 6 I don't know, late 60s, early 70s at this time,

Speaker 6 had been at it for a while,

Speaker 6 was well known in the profession and beloved in the profession.

Speaker 6 At one time, he worked with Napoleon Hill.

Speaker 6 His name was Foster Hibbert.

Speaker 6 We currently have his nephew as a member,

Speaker 6 purely by accident.

Speaker 6 So

Speaker 6 I got there early and

Speaker 6 sat and watched his presentation.

Speaker 6 And

Speaker 6 he was the most

Speaker 6 mesmerizing speaker I've ever seen.

Speaker 6 And I had seen a lot of them, and I have seen a lot of them.

Speaker 6 And I would still rank him as such.

Speaker 6 His ability to captivate and hold an audience was second to none.

Speaker 6 Then he got to his

Speaker 6 offer.

Speaker 6 And it was the most pitiful, pitiable thing I'd ever seen in my life.

Speaker 6 He

Speaker 6 he physically shrunk

Speaker 6 and

Speaker 6 probably aged ten years instantly

Speaker 6 and stumbled and mumbled like a Biden

Speaker 6 and

Speaker 6 talked to said essentially his pitch was,

Speaker 6 I have several of my courses

Speaker 6 on tape in the back of the room. They're in that big suitcase on the table, and there's a box there next to it.
And you can take whatever courses you want

Speaker 6 and pay whatever you feel you should pay. Thank you very much.

Speaker 6 And I turned to my friend who owned the seminar, and I said, I know this guy's famous why I came early

Speaker 6 how in the hell is he making a living because I knew my friend wasn't paying

Speaker 6 these were no fee gigs

Speaker 6 and

Speaker 6 Rodney said I have no idea how he's making a living I know he's not making a good one of course this is somewhat speaking on prosperity

Speaker 6 He stayed and watched me,

Speaker 6 and I no longer recall the exact numbers, but I don't know. There were 100 doctors there.
And I did, I don't know, 50 grand

Speaker 6 from the front of the room.

Speaker 6 And he chased me to the coffee shop afterwards and

Speaker 6 confessed

Speaker 6 that while famous and beloved and busy as a speaker, principally in the profession for many years,

Speaker 6 he was barely paying his bills.

Speaker 6 And

Speaker 6 I said,

Speaker 6 I can't imagine you're paying any of your bills. I mean, that's the sickest thing I've ever seen.
And we fixed him. I created a business for him and I fixed him.

Speaker 6 But it wasn't easy.

Speaker 6 So some of this is attitudinal.

Speaker 6 It is, and I don't mean in the sense of positive attitude. I mean in the sense of how you feel about

Speaker 6 spelling

Speaker 6 from the front of the room. But a lot of people have all kind of hang-ups about why they shouldn't be doing it.

Speaker 6 And then it doesn't matter what script they have, and it doesn't matter what product they have or service they have, they're going to fail.

Speaker 6 And so that's kind of an unknown secret.

Speaker 6 And then the second thing is the presentation has to be structured and crafted from beginning all the way along

Speaker 6 to be a sales presentation.

Speaker 6 You don't get to throw in your favorite joke if that joke doesn't advance the sale.

Speaker 6 You were selling the same product or service one-to-one, face-to-face,

Speaker 6 would you stop the presentation to tell that joke? And if you wouldn't, you don't get to use the joke.

Speaker 6 So there's a discipline to this.

Speaker 6 We do have, of course,

Speaker 6 a lot of resources about this

Speaker 6 accessible to Diamond members, including a program called One-to-Many Selling.

Speaker 6 I have a book

Speaker 6 on it. So it's a simple, you know, starter place.

Speaker 6 You can get the book at Amazon.

Speaker 6 But

Speaker 6 the thing about this is, once you get a presentation that works and you get a you that works delivering the presentation,

Speaker 6 you have a tremendous asset

Speaker 6 and you have a tremendous skill

Speaker 6 that can be applied to bigger and bigger numbers

Speaker 6 than where you start

Speaker 6 and be transferred to media.

Speaker 6 So

Speaker 6 what works selling from the front of the room

Speaker 6 typically will work

Speaker 6 selling via a webinar. There are slight differences and slight tweaks.

Speaker 6 It'll never work as well

Speaker 6 because you don't have the group dynamic. You don't have the visible stampede effect.

Speaker 6 But it will often work well enough

Speaker 6 to make you a whale of a lot of money.

Speaker 6 And

Speaker 6 it can be evergreen.

Speaker 6 You may never need to change it again.

Speaker 6 God forbid.

Speaker 6 And I

Speaker 6 always like to go knock on wood and say a prayer after I say something like this.

Speaker 6 If every dollar I have was wiped out tomorrow and I had no better option,

Speaker 6 I could go to the file cabinet and I could get the presentation out that I used selling

Speaker 6 a marketing system to chiropractors in 1983

Speaker 6 and I could dust it off and I could get 10 docs in a room somehow. and I could give that presentation and I could walk out of the room with $10,000 or $20,000.

Speaker 6 These things,

Speaker 6 if you have a group presentation that works and you have the ability to deliver it in a way that works,

Speaker 6 you'll never, ever, ever, ever, ever be broke.

Speaker 5 It's interesting. I look back on just the history of ClickFunnels.

Speaker 5 I don't know if you knew this, but when we first launched, I tried to launch using different websites and funnels and things that people were doing.

Speaker 5 And it wasn't until one of my friends asked me to speak at his event and give a presentation. And he's like, I want to sell a thousand dollar version of ClickFunnels.

Speaker 5 And I was like, I'm selling a free trial right now. Nobody's signing up.
And anyway, he made me go to the event. So we made a package and put it together and we sold it.

Speaker 5 And it was the first time for me I'd ever had a table rush. People were jumping over the tables and running and buying.
And I was like, okay, this presentation, this is how we sell ClickFunnels.

Speaker 5 And then I went and I did that presentation live like 70 or 80 times in a row over the next 12 months, just over.

Speaker 5 And any audience I can get in front of, like virtual, in person, like just over and over and over again.

Speaker 5 And that's what, you know, built the whole, the whole ClickFunnels business was on the back of one really good presentation. And it's funny to this day.

Speaker 5 I got asked to speak in the UK last month, and I flew out there and just did the exact same presentation. And sure enough, closed half the room, same number, same percentages.
A decade later, it just

Speaker 5 keeps on working.

Speaker 6 Yeah, as a side point, what's interesting about that is

Speaker 6 when you go speak in the UK

Speaker 6 the first time,

Speaker 6 you are almost always counseled by whoever is bringing you in

Speaker 6 that those customers are different

Speaker 6 and

Speaker 6 that

Speaker 6 they

Speaker 6 will respond negatively to American-style, very aggressive selling.

Speaker 6 And it's a complete lie,

Speaker 6 just ignorance.

Speaker 6 Because your experience is my experience, and it's been the experience of others.

Speaker 6 The first time I sold there, I didn't change anything.

Speaker 6 And

Speaker 6 I said, you know, I'll be damned if I'm going to change a presentation that I know works

Speaker 6 and exchange it for a presentation I don't know if it works because you think the Brits are different.

Speaker 6 And they're not.

Speaker 6 And I did a presentation

Speaker 6 for Frank Miranda, a member of ours, in Italy

Speaker 6 with the audience made up of people from four different countries. And I had to speak through a translator, which if you've ever done that is not a lot of fun

Speaker 6 because you have to slow down.

Speaker 6 And when you speak to sell, By the way, the title of my book is Speak to Sell.

Speaker 6 When you speak to sell, which you also know, you speed up. You don't slow down.

Speaker 6 You give it to them

Speaker 6 drink through a fire hose

Speaker 6 speed,

Speaker 6 not slow, pedantic teaching speed.

Speaker 6 You don't want them to get it all.

Speaker 6 You want them to have a sense that they didn't get it all.

Speaker 6 So they got to get it in the box.

Speaker 6 And it's hard to do humor when it's being translated into four different languages.

Speaker 6 But still,

Speaker 6 other than that,

Speaker 6 I didn't change anything

Speaker 6 in presentation content or style

Speaker 6 or structure.

Speaker 6 And it didn't matter what country that they were from. They all bought.

Speaker 6 And so in the U.S.,

Speaker 6 people will get in their heads,

Speaker 6 my customers are different.

Speaker 6 So

Speaker 6 they will get from you and me

Speaker 6 how to structure one of these presentations and deliver one of these presentations. And the financial advisor will tell you, oh, no,

Speaker 6 my clients are more sophisticated

Speaker 6 and they all have PhDs and

Speaker 6 they're not going to respond to this.

Speaker 6 My clients are doctors.

Speaker 6 You're never going to see doctors or lawyers stampede to the the back of the room. Yes, you will.

Speaker 6 And I've done it with all of them.

Speaker 6 Because

Speaker 6 it doesn't matter

Speaker 6 whether they're doctors or even if they're lawyers.

Speaker 6 Human nature is human nature.

Speaker 6 And stimulus and response is stimulus and response. Behavioral psych is behavioral psych.

Speaker 6 And so

Speaker 6 you want the stampede effect. You want them knocking people down and jumping over tables to get there.
You can do it pretty much with any audience. I spoke once at

Speaker 6 the Excellence in Dentistry conference, gone, I think, either right before or right after the Smothers Brothers,

Speaker 6 for some strange reason.

Speaker 6 We were in a separate conference building, small, not big like you're going to be in in Vegas, but a separate thing, not part of the hotel.

Speaker 6 And

Speaker 6 so the

Speaker 6 product tables were actually outside the conference center. You had to make a pretty sharp right out the doors.

Speaker 6 And they were on the walkway between the conference center and the hotel.

Speaker 6 And there were like 300 dentists.

Speaker 6 And I said, this is no good because people are going to get hurt. I mean, I'm going to send them all running.

Speaker 6 And it's like a four-lane highway highway squeezing down to a one-lane exit with a right turn in it.

Speaker 6 People are going to get hurt. And they're like laughing at me.

Speaker 6 You're not going to get these dentists to run anywhere. Trust me.

Speaker 6 Okay.

Speaker 6 And we actually had one dental assistant

Speaker 6 had two fingers broken. as she got knocked out and somebody stepped on her hand.

Speaker 6 And I mean, people got slammed into the wall and were climbing over each other and waving credit cards. And

Speaker 6 they said afterwards,

Speaker 6 the guys that own Excellence Dentistry, they'd never seen anything like that before and couldn't believe it was possible. But, you know, human engineering, if you will, is human engineering.

Speaker 6 And it's an important thing for people to learn. Whether we're talking about seeking to sell and selling one to many

Speaker 6 or really doing any kind of marketing,

Speaker 6 foundational

Speaker 6 stuff

Speaker 6 that drives it,

Speaker 6 your business is not different. Your customers are not different.
I have a big poster Dr. Tom Orent, who's a member of ours, made for me.

Speaker 6 Letters on it that says, but my business is different

Speaker 6 because so many people say that

Speaker 6 the fact that, and we fight it

Speaker 6 with new members all the time,

Speaker 6 the idea that my business is different, my customers are different, my clients are different, and no, they're not.

Speaker 6 It is stripped down to

Speaker 6 stimulus and response and behavioral psych.

Speaker 6 They're all the same.

Speaker 6 Every single one of them.

Speaker 5 Well, you talk about one of the big things I learned from you, and it's interesting because I see people who have a chance to speak in front of people.

Speaker 5 And sometimes they get on stage and they nail, other times they get on stage and they bomb. And a lot of times they don't understand why.

Speaker 5 And one of the things I learned about you is just how important it was when you create a presentation that's structured to sell that you follow it to the T.

Speaker 5 And I've become very good at that because of what you taught me about that.

Speaker 5 But I love you, Sherry, because I think sometimes when we're teaching other things or we're going live on on Facebook or doing other types of teaching, we're kind of we can go down different rabbit holes and tangents, but when you're speaking to sell, when you structure something, you don't want to deviate from that at all.

Speaker 5 I love you to talk about that.

Speaker 5 So, a pet peeve of mine is a lot of what I see

Speaker 6 put up and done online,

Speaker 6 not adhering to this at all,

Speaker 6 people winging it to get an audience together, which is a

Speaker 6 dollars or time

Speaker 6 or reputation expensive thing to do.

Speaker 6 And then they sort of jump on

Speaker 6 and

Speaker 6 operate with

Speaker 6 obviously

Speaker 6 little or no preparation.

Speaker 6 And to your point,

Speaker 6 they'll do a webinar, for example,

Speaker 6 and they'll do it, let's say, once every three weeks, drive an audience to it,

Speaker 6 and it's not the same. They do they say different things.

Speaker 6 They do different things, which means they don't really know what works and what doesn't work.

Speaker 6 And this is asinine.

Speaker 6 When you go see a Broadway play,

Speaker 6 it doesn't even resemble the first script.

Speaker 6 If it's successful,

Speaker 6 a bunch of really smart people spent an enormous amount of time getting to the first script.

Speaker 6 Then they started to try it out

Speaker 6 and found the dead spots and the spots they thought people would react to that they don't react to.

Speaker 6 And then they fixed it, and they fixed it, and then they typically go do it off-Broadway with small audiences.

Speaker 6 And then finally, they have a play that works. Nobody is going to deviate from that forevermore.
If you see the wicked that worked, you're going to see the wicked that works.

Speaker 6 And from night to night, nobody gets to improvise.

Speaker 6 That's not the deal.

Speaker 6 And

Speaker 6 we can say that about

Speaker 6 anything that is a performance

Speaker 6 meant to get a response.

Speaker 6 Leno,

Speaker 6 almost every week,

Speaker 6 went to a small comedy club. in LA

Speaker 6 on open mic night

Speaker 6 in order to test a bunch of the monologue material

Speaker 6 that he and his writers had prepared for use in the coming week.

Speaker 6 And if any of it killed, it would migrate into his Vegas act.

Speaker 6 He didn't just walk out

Speaker 6 when the curtains opened on the tonight show

Speaker 6 and wing it.

Speaker 6 And once he had an act

Speaker 6 for Vegas, because he flew up almost every Friday night and did Vegas,

Speaker 6 he didn't change that act

Speaker 6 for months,

Speaker 6 maybe even years.

Speaker 6 So a lot of selling success is about discipline

Speaker 6 and figuring out

Speaker 6 what works

Speaker 6 and then having the discipline to perform it

Speaker 6 and to perform it

Speaker 6 the same way every time.

Speaker 6 Even people who are

Speaker 6 speaking to persuade

Speaker 6 but not actually making a sale. So they have more

Speaker 6 flexibility.

Speaker 6 But what you will find is

Speaker 6 they are all modular,

Speaker 6 meaning they all have

Speaker 6 pieces of material

Speaker 6 that work for them,

Speaker 6 that they

Speaker 6 pull out, maybe in different order, in different situations,

Speaker 6 and deliver then the same way, the same time.

Speaker 6 I, as you might imagine, took a mental bath in the inauguration yesterday.

Speaker 6 I watched pretty much from beginning to

Speaker 6 the end.

Speaker 6 And

Speaker 6 Trump has

Speaker 6 what we call Trump's greatest hits.

Speaker 6 He's got pieces of material

Speaker 6 that he has honed to perfection

Speaker 6 and he trots out and delivers them exactly the same way every single time.

Speaker 6 Music Music entertainers uh sometimes get really grumpy about

Speaker 6 audiences not wanting to hear their new stuff.

Speaker 6 You know, Mike Mike Nesmith of the Monkeys, who was who was disaffected and came back, Mike said he couldn't he couldn't he couldn't go into a restroom without performing Last Train to Clarksville.

Speaker 6 Uh uh because people want the greatest hits.

Speaker 6 And so like Trump has a piece of serial about windmills. Ultimately,

Speaker 6 its end is

Speaker 6 Gladys,

Speaker 6 I know you want to watch

Speaker 6 your favorite president tonight on T V.

Speaker 6 Sometimes he will substitute, I know you want to watch Wheel of Fortune tonight on T V, but we can't because there's no wind.

Speaker 6 And so he does this whole bit about windmills. He does it almost verbatim every time he does it.
And he he gets laughs at exactly the same places every single time.

Speaker 6 Well, that's how you perform when you speak to sell, which will include getting laughs, by the way.

Speaker 6 Once you get it

Speaker 6 and you get it right,

Speaker 6 the version of my magnetic marketing selling speech that I gave at all the big success events,

Speaker 6 the AV crew

Speaker 6 said that

Speaker 6 they could set their watches

Speaker 6 by how many minutes in I was going to hit X piece of material

Speaker 6 every single time.

Speaker 6 I did that presentation,

Speaker 6 that version of that presentation over 800 times.

Speaker 6 And I'll bet you

Speaker 6 if you hit transcripts of all 800, you would find three words of variance.

Speaker 6 And if you had them all on video, you wouldn't find any

Speaker 6 physical movement differences, gesture differences either.

Speaker 6 So it's one thing if you're building the one and done

Speaker 6 and you're going to go give a presentation and you're never going to give it again.

Speaker 6 So it's not a big opportunity.

Speaker 6 Still,

Speaker 6 there's reputation issues in a marketplace that have to be considered.

Speaker 6 So you shouldn't take it casually.

Speaker 6 What happens a lot online

Speaker 6 is

Speaker 6 there's the idea that it doesn't cost anything.

Speaker 6 So

Speaker 6 we'll just jump on there and do something.

Speaker 6 See an awful lot of bad sets, you know, where

Speaker 6 they're in front of a flat bookcase,

Speaker 6 a wall with an unrelated painting on it.

Speaker 6 You're supposed to be a financial expert, and she's doing it in her kitchen. And you see some really stupid stuff

Speaker 6 that

Speaker 6 if people had to spend money to do it, it wouldn't happen.

Speaker 6 But just because you're not writing a check

Speaker 6 to a conference center or a TV V studio.

Speaker 6 You are spending time,

Speaker 6 you are spending audience, you're spending word of mouth, you're spending reputation.

Speaker 6 And if you're doing it online, you have any size audience at all,

Speaker 6 you can be certain that people are going to yak about it. in social media after you do it.

Speaker 6 And if you're crappy at it or it looks lousy

Speaker 6 people that's what they're going to focus on

Speaker 6 so again you can have the best script in the world

Speaker 6 but you haven't got the other elements right

Speaker 6 just as you have to be concerned with

Speaker 6 a room if you're speaking live in a room

Speaker 6 I can't tell you the number of times I've

Speaker 6 arrived somewhere and they have the room set up, 100% wrong.

Speaker 6 and

Speaker 6 and I have to make them redo the room

Speaker 6 so

Speaker 6 these details matter and once you figure out

Speaker 6 what works best

Speaker 6 in your situation

Speaker 6 you ought to lock that in

Speaker 6 so that it's like automatic for you.

Speaker 6 You know,

Speaker 6 Patrick Mahomes,

Speaker 6 he looks like he's

Speaker 6 running around playing backyard football with Kelsey out there,

Speaker 6 but that ain't the truth.

Speaker 6 Those two guys do extra practice and they rehearse all those goofy scramble plays.

Speaker 6 And Mahomes knows exactly where Kelsey's going to be when a play breaks down because they've scripted it. And he certainly isn't changing his throwing motion randomly every game.

Speaker 6 Oh, I think, oh, this week I think I'll throw it with my left hand. No.

Speaker 6 People lock in

Speaker 6 what works for them.

Speaker 6 They figure out what works and they put a lock on it.

Speaker 6 Yeah.

Speaker 5 That was one of the most powerful things I've hearing you teach that first time. And so for me, it's like,

Speaker 5 I'm probably not quite as clockwork as you, you, but same thing, like same jokes, same thing, same stories, same. And it's crazy just how simple that is.

Speaker 5 And then what's cool, at least for me, it's it's like, especially when you're first doing a new presentation, it's like you feel the

Speaker 5 lulls, you feel the parts that aren't working. And so you go back and just tweak that and change that.
And what we did that worked really well was we were doing webinars.

Speaker 5 So we do the webinar, and then afterwards, we'd export all of the comments and you'd see like, oh, at minute 15, people are getting confused. Over here, people are asking questions.

Speaker 5 And so, like, it gave me the ability to know what to tweak and to change. Kind of like you talked about with Wicked, right?

Speaker 5 The first time you're doing the show to the point where it's like, we had a presentation that was flawless.

Speaker 5 Now it's like, now let's just do this as many times over and over and over again, word for word. And it was funny because

Speaker 5 I spoke at this one big event and there was 9,000 people. I did the presentation.
The next year they invited me back and it was at a, it was a bigger statement of like 35,000 people.

Speaker 5 And I gave the same presentation and people were like, I can't believe you gave the same presentation twice. And I was like, you guys don't understand.
There are 9,000 people this one.

Speaker 5 Now there's three times as many people. And probably, you know, the 9,000, maybe 2,000 of those actually showed up.
So it's a new audience, even though some of you guys have heard it before.

Speaker 5 And I also found that

Speaker 5 people would register for the webinar and watch it three, four, five times before they'd be willing to buy.

Speaker 5 And so it was like, it was a lot of discipline for me to not want to change it or tweak it, but by just being consistent with it over and over and over again,

Speaker 5 that was the secret that built our whole.

Speaker 6 Yeah, and by the way, that is a big secret.

Speaker 6 So we can close on that. People ought to hear it.

Speaker 6 A lot of the purchases for booking an appointment to commit to an advisor or a doctor, a lot of response

Speaker 6 happens

Speaker 6 after four

Speaker 6 or five

Speaker 6 exposures to the same pitch.

Speaker 6 So people will get

Speaker 6 the same direct mail piece

Speaker 6 again and again and again

Speaker 6 in financial services. Let's take Fisher.

Speaker 6 So i i if they if they if they fit a particular demographic profile, they're going to get that same

Speaker 6 Fisher piece five times a year.

Speaker 6 And a significant number of them

Speaker 6 will say anecdotally, they have opened it, they have read it,

Speaker 6 they almost responded,

Speaker 6 and then finally, the fourth time or the fifth time, they did with infomercials, TV infomercials,

Speaker 6 which you can click in and out of, and so they have some similarity to web presentation.

Speaker 6 We knew statistically

Speaker 6 from

Speaker 6 surveys, from talking to customers,

Speaker 6 that a great many of them

Speaker 6 watched the entire program,

Speaker 6 28 and a half minutes about a mop,

Speaker 6 four times before they ordered.

Speaker 6 And so

Speaker 6 that's how media works,

Speaker 6 and that's one disadvantage

Speaker 6 of selling from the stage

Speaker 6 or selling one-to-one

Speaker 6 in person

Speaker 6 is

Speaker 6 you don't get to gather them all up again

Speaker 6 two weeks later and lay it on them again.

Speaker 6 You don't get to go to the home or the office, make the presentation, not make the sale, and come back next week, sit the guy down to do the same presentation.

Speaker 6 You don't have that opportunity.

Speaker 6 But with

Speaker 6 almost all media,

Speaker 6 you do.

Speaker 6 And with web media,

Speaker 6 that is on demand access,

Speaker 6 people can come back

Speaker 6 on their own, just as you described,

Speaker 6 and

Speaker 6 watch it again and watch it again. They will.

Speaker 6 Not everybody, of course, but a significant number of the buyers

Speaker 6 do.

Speaker 6 They are

Speaker 6 getting to a

Speaker 6 point of belief

Speaker 6 through repetition?

Speaker 6 And you want to take full advantage of that repetition.

Speaker 6 And your media strategies,

Speaker 6 whether mail or

Speaker 6 email or webinar, et cetera, your media strategies should provide this repetition opportunity

Speaker 6 whenever you can.

Speaker 6 He had a titanium member, still a member for a long time. His name's Rod Ipeck.

Speaker 6 And his info business at the time sold to auto repair shop owners

Speaker 6 and he had a little direct mail booklet

Speaker 6 that worked.

Speaker 6 A list of independent auto repair shop owners is not big.

Speaker 6 It's not a big niche market, which was one of its problems.

Speaker 6 But that booklet worked.

Speaker 6 Gee, if only we could get them to read the booklet again and again,

Speaker 6 they buy.

Speaker 6 And so for almost two years, he mailed the same booklet to the same list every month. The only thing we changed was the outside page.
We changed the color of the paper

Speaker 6 and got almost the same response month after month

Speaker 6 after month

Speaker 6 after month. I'll give you one more

Speaker 6 speaker years ago. His name was Chris Hagerty, leadership guy.

Speaker 6 And Chris had gotten a big article written about him, one of the airline magazines, Deltas, I think.

Speaker 6 And we were on a flight together and he he was telling me that he didn't think he was ever going to have to market for months because when the article came out, he actually was buried in inquiries from the kind of corporate executives that he needed to book him.

Speaker 6 And he said, geez, if I could just make that repeat.

Speaker 6 And I said, well, why not? He said, well, they're not going to publish the exact same article about me every six months. I said, no, but they'll sell you four pages.

Speaker 6 And you could republish the same article every six months. And since you're buying it, you can tweak it if you want, and you can strengthen the call to action at the end.

Speaker 6 But if I were you, I would just buy four pages and

Speaker 6 make a deal with the writer and pay her a low fee and run the article.

Speaker 6 And he did it at least three times. And he got basically the same kind of response each time that he did it.

Speaker 6 So repetition in advertising, marketing, and selling selling is is an important factor obviously as direct marketers we believe in getting it paid for each time not like brand advertisers get

Speaker 6 uh do it but uh but it is important

Speaker 6 yeah

Speaker 5 that's awesome well thank you dan that's a lot of cool stuff for people uh switching to to one-to-many selling and i think um that was amazing

Speaker 4 now obviously if you want to sell stuff online you're going to to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels.

Speaker 4 ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company on earth.

Speaker 4 ClickFunnels was built for the dreamer and the doer, and you can get a free 14-day trial by going to clickfunnels.com/slash podcast right now. That's clickfunnels.com/slash podcasts.

Speaker 4 ClickFunnels, because you're one funnel away from changing the world.

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Speaker 1 Restrictions and fee may apply.

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